An archived version of this Briefing is available for playback. ITSMA members with online access may access the archived Briefing by clicking on the “Playback” button above. Nonmembers who purchase the Briefing will receive an email with a link to the archived replay.

During an economic downturn, marketing is more important than ever , but most companies cut budgets and staff further than they should.  Resourceful marketers need to make the right choices in where to ramp up, where to maintain, and where to scale back—in some cases permanently.

In this Online Briefing, Dave Munn and Julie Schwartz share ITSMA’s view of where marketing is today and the challenges and opportunities we face in 2009. See highlights from ITSMA’s 2009 Marketing Budgets & Trends Survey, learn of choices marketers are making in response to the current economic environment, and gain practical insight and recommendations on how to turn adversity into opportunity.

Specifically this briefing explored such issues as:

• What are the current projections for marketing spending and staffing?
• What areas have been impacted the greatest by the downturn?
• What are the most important initiatives that will see marketers through this period?
• For which programs should marketing maintain, increase or cut back investment?
• What are leading companies doing to weather the storm and demonstrate the value of marketing?